This document summarizes a presentation on measuring social media. It discusses the top 10 most frequently asked questions about social media measurement, including which reported metrics are misleading and how to tell if people are engaged with social media content. Examples are provided of both large brands like Starbucks and smaller brands doing social media measurement well. The presentation emphasizes measuring meaningful engagement over vanity metrics and using available analytics tools before investing in expensive new ones.
2. About Us
Alan K’necht • Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st
book in 2010
• Founding Partner at Digital Always Media
@aknecht
3. About Us
Adam Proehl • In Digital Marketing since 1998
• Specialize in complex & multi-channel sales
• Principle at NordicClick Interactive – a
Digital Marketing Agency based in
Minneapolis
• Instructor at the Online Marketing Institute
& University of San Francisco
@adamproehl
10. Q1: What Social Measurement figure do you
see being reported that is TOTAL BS?
……….And Why
@adamproehl
Image Credit: 12160.info
11. Q1: What Social Measurement figure do you
see being reported that is TOTAL BS?
•Number of Followers
•Number of Likes
•Number of Comments
•Number of Posts
•Reach
•Sentiment
@aknecht
12. Social Analytics in Perspective
• Followers/Fans/Likes are to social media
what Hits were to web analytics
@aknecht
13. Social Analytics in Perspective
• Brands that only focus on
Twitter/Pinterest/Instragram follower
counts & Facebook likes are missing the
point of social marketing
• They’re measuring the
wrong thing and wasting
money!
@aknecht
14. State of Social Analytics
• Similar spot as web analytics circa 1999
– Measuring followers, fans, etc.
– Counting likes, shares, etc.
@aknecht
15. @adamproehl
Q2: How can I tell if
people actually give a
crap about our stuff?
Photo Credit: sodahead.com
Token cat photo
25. Q2 – Who Cares?
Measuring Success
• Twitter/G+: Number of RTs or shares per
Tweet/Post
• Blogs:
– Avg Number of comments/post
– Avg number of shares/post
• Pinterest
– Avg Number of comments/post
– Avg number of shares/post
@aknecht
26. Q2 – Who Cares?
Measuring Success
• Facebook: Likes, shares, and comments
on a post
• Instagram:
– Avg Number of comments/post
– Avg number of likes/post
• FourSquare
– Frequency of check ins
– Comments & likes on check ins
@aknecht
29. “Treat the C-level the same as you
would an 8 year old: Pretty pictures and
simple numbers”
- Alan K’necht
Q3: The C-Level – What do you report?
@aknecht
31. The C-Suite just like kids:
• They Talk in TLAs
• CFO
• CMO
• CTO
• ROI
• CPA
• MBO
• Don’t use your SEO acronyms or jargon!
@aknecht
32. C-Level Reporting:
Short Term: Volume, Mood, PR successes &
problems
Long Term: Social’s impact over sales – not
easily attributable
Q3: The C-Level – What do you report?
@aknecht
55. @aknecht
Q6: How can you use social to influence search?
6a: (answered with a question)
“Search is highly dependent on one
over riding component, which is
__________________?”
56. Q6: How can you use social to influence search?
…..Some level of awareness
@adamproehl
72. @adamproehl
Q8: Example of a small(er) brand doing it right?
• Pinterest Promotion
• Measured pins
• Crowdsourced a new blend inspiration
• “Real Life Board” at Mall
Credit: Colle+McVoy Agency
73. @adamproehl
Q9: How do I tie sales & revenue back to social
activity?
• How do you value a cocktail party?
74. @adamproehl
Q9: How do I tie sales & revenue back to social
activity?
Sales/Revenue: Low instant gratification signals (usually)
Customer Service High instant gratification signals
79. A10:
Alan’s Mayor:
Was it the crack smoking?
Drunken stupor?
or
The intern?
You decide…
@aknecht @adamproehl
80. Bonus: Final Thought
ONE ENTHUSIASTIC unpaid brand
advocate is worth more than 1 million
unengaged followers who never see
your posts
@aknecht @adamproehl
Success measurement might equal no more than one of these
81. Bonus: Final Thought #2
Social Analytics =
The ultimate actionable
data
@aknecht @adamproehl
82. Bonus: Final Thought #3
Social Analytics:
Don’t wait for the dashboard
to take action – you may be
too late!
@aknecht @adamproehl
Alan – We’re all in Marketing – we should all be used to crazy acronyms
Alan to cover
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Alan gave the Heinz Example.
Other examples:
Sales
Support
PR / Branding Goals
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What has to happen for someone to come directly to your site?
They have to know about you!
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Learn?
Customer
Product
Perception in the marketplace
What’s working, what’s not?
Help:
Increase sales
Lower cost?
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NOTE: What are you trying to get out of it? Remember the “How will it help my business”?
(depending on the answer, you might be better off in a rusty Ford)
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Adam to transition to Alan with a joke about his mayor